Zenni Optical - Salt Branding 5/8/17, 10:41 AM

Zenni Optical
Disrupting the disruptors

Why re-inventing the category matters

The eyewear industry has a new set of optics. The old model built on high
priced opticians and retailers gave way to online brands like Warby Parker
that curated an experience while still extracting a signi!cant premium.
Today direct-to-consumer brands like Zenni Optical have reframed the
conversation, delivering exponential choice at dramatically lower price
tags.

While theyre now selling four million pairs a year, Zenni came to Salt for a
far-sighted look at their proposition. This dictated the move from a
functional economic pitch to a more emotional connection with their
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audience. And with a crowd of imitators ramping up, it was an ideal

moment to evolve and strengthen their disrupter brand.

The eyewear wardrobe The Zenni web experience

Price is a simple calculation. In the case of
Zenni, however, price creates a
fundamentally new way to think about
eyewear. When people can a"ord multiple
pairs of glasses, suddenly, self-expression
becomes a powerful and inviting story.
http://saltbranding.com/zenni-optical.html
The entire brand came to life on the Zenni
e-commerce website. Salt explored all
ideas for how people would browse, try on
frames virtually, !ll their shopping carts
and make personal pro!les. Buying
prescription glasses online is a new idea, so
we created a learning center to kickstart
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We were able to crystallize this idea with a
new statement for the brand: Eyewear For
Every You. By elevating individuality and
style, we transformed price into an
empowering message of self-expression.
Case Studies
The design of the Zenni wordmark and logo
re#ected this switch to a richer brand
experience. The look is fashion-driven and
reinforces a strong sense of quality and
craft an important asset for eyewear at
such a surprisingly low price. All elements
of the system from textural patterns and
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5/8/17, 10:41 AM
their education. Ultimately, all UX and UI
work centered on building a stronger
relationship with new customers and long-
time fans.
Clients We
ServicesalsoLeadership
examined how
Jobswe could
Blog rev up the
Contact
retail experience. We helped develop a year
round program of collections, sub-brands
and seasonal promotion ideas that would
keep the Zenni story fresh and relevant. An
extensive set of seasonal color palettes
brought a distinctive and energetic look to
each month of the calendar.
In taking a 360-degree view of the Zenni
brand, we were able to unify all the touch
points into one cohesive story. A company
built on a price tag now has a compelling
brand story that celebrates individual style
and creative expression.
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color palettes to typography and

photography help express the new
positioning of personal style.

While the visual language brought a new

level of style and design sense, its
important to note Zenni is a populist brand.
In spirit and mission -- its Target, not Lord
& Taylor. Salt developed a verbal identity
and voice that was more lighthearted,
inclusive and invitational. The Zenni
message encouraged people to re-imagine
eyewear from a fresh point of view. Out
with expensive and elitist, in with
a"ordable, engaging and fun.

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Why evolving a disrupter matters

While Zenni is transforming the way people buy prescription eyewear, the
imitators and rivals were closing the gap. By reframing the price story as a
new way for people to think about eyewear, fashion and self-expression,
Zenni once again rewrote the industry rulebook. This is a disruptor with
staying power.

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